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Raja Ramachandran

Monday, July 23, 2007

Sequential Advertising a new strategy in online video

A new kid from heavy.com.As the name implies the advertisement's content would be thrown sequentially throughout the video.The idea behind this is to include series of narrative elements /story board which would hold the viewers till the last sequence of the advertisement.
Is not this concept sounds similar to the one we have come across TV and newspaper?I have seen print ads developed based on the similar concept by printing various sequence of an advertisement across various pages therby keeping the viewer's spirits up throughout the movie.
Sequential advertising offers a way of engaging viewers instead of repeatedly exposing them to the same creative or a series of disjointed ads. “We’ve seen a real problem with some advertisers,” said Heavy.com’s co-CEO, Simon Assaad, via MediaWeek.Mike’s Hard Lemonade will be one of the first advertisers to test out the new strategy this week, as it will run multiple related video ads within Heavy’s programming.

Having the history that longer video ads gives good conversion, this new kid has huge room to success for branding campaigns

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